We pick up the development process somewhere in the long middle, after the first few versions have shipped and well before the customers have lost interest in future enhancements.
Product Initiative articulates clearly the most important direction for improvement of a product.
Market Walkthrough of program and product concepts involving most of the development and marketing staffs.
Implied Requirement uses words that would have meaning to customers consistent with the Product Initiative.
This completes the only whole-company synchronized activity. From here on individuals coordinate and cooperate as need to fulfill the goals of the initiative.